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Do’s and Don’ts of Event Marketing

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Invitees Are Everything

Whether your event is a private sale or a black tie fundraiser, targeting the right guests is key. Whatever type of event you're throwing, it is a part of your overall marketing strategy.

If your event highlights a certain product or service, say a launch party, then target previous customers that have purchased similar products in the past. Also, consider markets that you have yet to tap into. New friends on Facebook or new followers on Twitter are great places to expand your list.

For any type of event, always remember that 1/4 - 1/3 of invitees will not attend or even respond to your invitation. A good practice is to remind your invitees, especially those who haven't yet responded, that your event is coming up.

Do create a targeted guest list.

Don't fall into the trap of inviting customers or clients that may not be interested in your event simply to bolster your numbers. 

Intriguing Subject Lines

As you know from our previous posts on the importance of subject lines, your event invitation is no exception. With an exciting subject line, you not only share what your event is about but also give the recipient a reason to open, and ultimately, respond.

When writing your subject line, ask yourself these questions:

• What kind of event is it?

• What will our guests get out of it for attending?

• What makes this event different from what our competitors are doing? Check out our recent blog post for some subject line inspiration.

Do spend some time writing an attention-grabbing subject line.

Don't write a subject line that is boring or doesn't convey the intent of the event.

Keep it Personal

You'd never send out a hard-copy invitation to black tie gala that says "Dear Homeowner" or "Dear Subscriber," so why would treat your online invitation any differently? Even though an email invitation may seem informal, by not personalizing the invitation, you risk the recipient not opening it at all. If you already send out email blasts with a "Dear Jane" or "Dear Ms. Parker," keep it the same for your invitation. Personalization ensures that your recipient feels special but also that your event is special as well.

Do personalize.

Don't refer to the invitees generically.

Cross Promote Online

Make sure that your event information is available on all facets of your online presence.

If your event is open, post it on Twitter, Facebook, and your website.

Another great way to create a link to your event is to include the event details in your email signature. An often overlooked area, an email signature is a prominent place for important information. Consider it like a post-script on a direct mail piece: customers always look for the PS on any hard material.

There are exceptions to this rule, of course. If your event is private, create a special invitee's only web page for any additional information that isn't already included in your event invitation.

Do make information available through all of your online channels.

Don't limit yourself.

Don't provide private event information in public forms.

Instead, create a special page that has specific user access.

Watch for more tips on event marketing, fax marketing, autoresponders and other online strategies in future blogs.

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